Key takeaways
- Relevance comes from matching content to a buyer persona's question at a given stage.
- A content map shows which buyer persona and stage each piece serves, and where the gaps are.
- Tag leads and content with the same labels so routing becomes mechanical.
- Ask sales which questions each buyer persona really raises, then write for those.
What makes content relevant to a buyer persona
Content is relevant when it answers a question that buyer persona is asking at that moment. A finance director early in a search wants to know whether the problem is worth solving; later, the same person wants to know the cost, the risk and the effort to switch.
One piece cannot do both jobs, which is why relevance depends on stage as much as on role.
How do you build a buyer persona content map
Build a grid with buyer personas down the side and buying stages across the top, then place each piece of content in the cell it serves. Empty cells are the gaps to fill. Crowded cells usually mean you have written a lot for the buyer you understand best and little for the rest.
- Aware of the problem: what is going wrong and why it matters.
- Exploring options: the ways to solve it and their trade-offs.
- Choosing: proof, risk and the effort to switch.
- Getting started: first steps and what good looks like in the first month.
How do you route content to the right buyer persona
Route content by tagging leads and content with the same buyer persona and stage labels, then building outreach lists from those tags.
For example, an illustrative firm selling scheduling software might send its "operations lead, exploring" group a short guide comparing manual rotas with automated ones, while its "finance lead, choosing" group receives a note on cost and contract terms.
How do you check that each buyer persona gets the right content
Check by reading replies and call notes one buyer persona at a time. If people keep asking something your content already answers, the piece is not reaching them or not landing. If they ask something nothing answers, you have found the next piece to write.
How to ensure each buyer persona receives relevant content
Do this once for every buyer persona, then review it each quarter.
- List your buyer personas and the main question each one asks at each buying stage.
- Audit your existing content and place each piece against a buyer persona and a stage.
- Write or adapt content for the empty cells, starting with the buyer persona closest to the purchase decision.
- Tag every lead with a buyer persona and a stage, using the same labels as the content.
- Build outreach lists from those tags and attach the matching content to each.
- Review replies and call notes by buyer persona and update the map.
Where Pebbles Ai fits
- FoundationCompany IntelCompany Intel keeps your business knowledge and brand voice, including your audience, in one place that every assistant works from, so content for any buyer persona starts from the same facts.
- CapabilityOutreach contentAsk an assistant for an email or LinkedIn message for each buyer persona, or build a campaign with a personality for each piece. Generated emails are saved as drafts in your connected Gmail or Outlook mailbox.
- CapabilityProspecting & customer recordsIn the CRM, in Beta, admins add custom fields such as a Choice field for buyer persona, and a template send to a segment asks for your approval in every execution mode.
Common questions
How many buyer personas should a team have?
As few as describe real differences in what people ask. If two buyer personas would receive the same content, merge them.
When should you run a persona based campaign?
Run one when buyer personas at the same accounts ask different questions. Write its message, content and call to action for one buyer persona rather than for everyone on a list, and run it beside campaigns for the others.
Who should own the buyer persona content map?
Marketing usually owns it, with sales reviewing it each quarter, because sales hears the questions buyers actually ask.
About this page. Written by the Pebbles Ai team for people who run sales, marketing and growth. Last updated .
